Addressable TV advertising to reach US$ 1.2 billion (Rs. 9,872 crore) in 2026: GroupM

According to GroupM's report, 'The Changing Landscape of Indian Television,' addressable TV advertising is poised to surge to US$ 1.2 billion (Rs. 9,872 crore) in 2026, up from US$ 553.5 million (Rs. 4,586 crore) in 2023, driven by the rising adoption of connected TV (CTV). The study anticipates a 32% growth in CTV households, exceeding 45 million by the end of 2024, with a notable 117% increase in unique CTV devices from 2022 to 2023. The transformative impact of CTV is evident in its expansion from metros to Hindi-speaking markets, covering 21% of the total TV households in India, which stood at 217 million in 2023.

Co-viewing in CTV households is on the rise, particularly in regions like Maharashtra, Haryana, Uttar Pradesh, Madhya Pradesh, Jharkhand, Uttarakhand, Chhattisgarh, Bihar, and Karnataka. The report underscores the shift in user demographics, indicating that CTV is no longer exclusive to premium users but is gaining traction among mass users. Advertisers are urged to adopt a comprehensive strategy as the industry evolves, combining linear TV with digital extensions for enhanced efficiency, reduced ad spillage, and targeted audience engagement. The report draws on primary research among 4,000 respondents, complemented by data from Ampere Analysis and GroupM Nexus Advanced TV, highlighting the dynamic landscape of India's television market, currently the world's second-largest TV market and the third-largest subscription-based TV market globally.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.